RICHMOND TRIANGLE PLAYERS PRESENTS
WHICH WAY TO THE STAGE
background
Richmond Triangle Players is a Richmond local, LGBTQ owned and operated theatre that prides itself on supporting the LGBTQ community by exclusively putting performances from the community itself. Our class was divided into groups and tasked by the owner of the theatre to solve their marketing puzzle.
Which Way to the Stage is a 2022 play by Ana Nogueira about Judy and Jeff, two aspiring actors and longtime friends who bond over their love for Broadway and Idina Menzel. As they navigate auditions, identity, and romantic tensions—especially when Judy starts dating Mark and Jeff reveals deeper feelings—their friendship begins to fracture. Set against the backdrop of New York’s theater scene, the play explores ambition, gender, and authenticity in performance.
Currently, the patrons who mostly support the Richmond Triangle Players are older and straighter than the audience the performances are intended for. We knew that we want to created a shift toward a younger, more diverse audience.
This new audience will be able to connect and resonate with the Richmond Triangle Player community in a deeper and more sentimental way.
The objective
TARGET THE YOUNGER AUDIENCE.
SHOW THEM WHY THEY WANT TO COME SEE WHICH WAY TO THE STAGE.
research and strategy
We conducted a survey and here are some of the questions we asked and things we learned.
We found people want to support actors and creators that they know and it encourages them to go out into local performances and excursions.
We also found that word of mouth has been the most effective strategy that people have heard/spread local events.
This was the inspiration for our campaign based on the show; we wanted to focus on the beauty of theatre in New York and that classic old film ambiance we all know and love.
When designing the poster. We wanted to focus on the word of mouth strategy, to tell a visual story that'll give the audience something to capture and share amongst their peers. The Richmond Triangle Players owner described the show as a love letter to New York. That is the story we're telling.
The show poster will be put up at local clubs and organizations to spread the word
social campaign
Price was a key component for a lot of younger audiences. We knew that the Student Discount is a big selling point for a lot of college kids. Our social campaign covered this area with promotional material about the specific discount.
We also wanted to encourage large group purchases of tickets so in addition to promoting student discount we wanted to implement a large group discount, for example where you buy 4 get 15% off your purchase (discount rates to be determined)
We gathered that people want to support creators and actors that they know. From this our behind the scenes and meet the cast idea was made, where the audience can connect and 'get to know' the cast virtually.
From our findings we know people want to know about the plot and story before they go to the show. Spreading awareness through stories to and educate about the show itself
PR BOXES
We created these PR boxes that would be sent out to local artists anyone in the theatre/LGBTQ+ space who has a high social media following.
These 'VIP's' would unbox these gifts on social media to promote the show and bring their community into the Richmond Triangle Players Community
PR boxes would be given in exchange for a guarantee of their presence to help bring their audience into the Richmond Triangle Players
These are the dinner deals and sprit specials
We will be putting our spirit special flyers in local restaurants as well as in the theatre space.
We want to encourage the audience to go out and save their money at their favorite spots with this ticket combo.
The combo includes a "which way to the stage" cocktail to capture the shows essence with a delicious treat.
The spirit deal will be a complimentary drink for the same day ticket holders.
live stream
Live streaming the performance would increase accessibility to those who may not be able to physically see the show in person. Uploading a recording and charging to view is also a good way to gain passive income from the show, even after it is over
This project was created in tandem with three other students.